This guide gives you a clear framework to track, measure, and optimize every lead source so you can double down on what works and cut what doesn’t.
Discover how AI is transforming local SEO. Learn data-driven tactics to win in AI Overviews, Maps Packs, and protect multi-location visibility in 2025.
Discover how AI is transforming local SEO. Learn data-driven tactics to win in AI Overviews, Maps Packs, and protect multi-location visibility in 2025.
Learn how to craft better prompts, choose topics that rank, and infuse every AI-assisted piece with authority and trust.
Learn how to craft better prompts, choose topics that rank, and infuse every AI-assisted piece with authority and trust.
Learn how to craft better prompts, choose topics that rank, and infuse every AI-assisted piece with authority and trust.
Google appears to have disabled the &num=100 results parameter, disrupting rank trackers and prompting a rethink of desktop impressions.
Google appears to have disabled or is testing the removal of the &num=100 URL parameter that shows 100 results per page.
Reports of the change began around September 10, and quickly spread through the SEO community as rank-tracking tools showed disruptions.
Google hasn’t yet issued a public statement.
The &num=100 parameter has long been used to retrieve 100 results in one request.
Over the weekend, practitioners noticed that forcing 100 results often no longer works, and in earlier tests it worked only intermittently, which suggested a rollout or experiment.
@tehseoowner reported on X:
Google has seemingly removed the ability to do &num=100, can anyone confirm?
If you use the parameter, only 2 pages show. This “2 pages” filter has been tested for a year, but usually if you clicked to page 2 they have the rest the top 100. Now it shows nothing after page 2.
— SEOwner (@tehseowner) September 11, 2025

Keyword Insights wrote:
‼️ Google has killed the n=100 SERP parameter. Instead of 1 request for 100 SERP results, it now takes 10 requests (10x the cost). This impacts Keyword Insights’ rankings module. We’re reviewing options and will update the platform soon.
— Keyword Insights (@keywordinsights) September 14, 2025

Clark and others documented tools showing missing rankings or error states as the change landed.
Some platforms’ search engine results page (SERP) screenshots and daily sensors briefly stalled or displayed data gaps.
Multiple SEO professionals saw sharp declines in desktop impressions in Google Search Console starting September 10, with average position increasing accordingly.
Clark’s analysis connects the timing of those drops to the &num=100 change. He proposes that earlier desktop impression spikes were partly inflated by bots from SEO and AI analytics tools loading pages with 100 results, which would register many more impressions than a normal 10-result page.
This is a community theory at this stage, not a confirmed Google explanation.
Over the past year, many teams reported rising impressions without matching clicks and associated that pattern with AI Overviews.
Clark argues the &num=100 change, and the resulting tool disruptions, offer an alternate explanation for at least part of that decoupling, especially on desktop where most rank tracking happens.
This remains an interpretation until Google comments or provides new reporting filters.
Clark wrote about the shift after observing significant drops in desktop impressions across multiple accounts starting on September 10.
He wrote:
“… I’m seeing a noticeable decline in desktop impressions, resulting in a sharp increase in average position.
“This is across many accounts that I have access to and seems to have started around September 10th when the change first begun.”
Keyword Insights said:
“Google has killed the n=100 SERP parameter. Instead of 1 request for 100 SERP results, it now takes 10 requests (10x the cost). This impacts Keyword Insights’ rankings module. We’re reviewing options and will update the platform soon.”
Ryan Jones suggests:
“All of the AI tools scraping Google are going to result in the shutdown of most SEO tools. People are scraping so much, so aggressively for AI that Google is fighting back, and breaking all the SEO rank checkers and SERP scrapers in the process.”
Take a closer look at recent Search Console trends.
If you noticed a spike in desktop impressions in late 2024 or early 2025 without clicks, some of those impressions may have been driven by bots. Use the week-over-week changes since September 10 as a new baseline and note any substantial changes in your reporting.
Check with your rank-tracking provider. Some tools are still working with pagination or alternative methods, while others have had gaps and are now fixing them.
Google has been reached out to for comment, but hasn’t confirmed whether this is a temporary test or a permanent shift.
Tool vendors are already adapting, and the community is reevaluating how much of the ‘great decoupling’ story stemmed from methodology rather than user behavior.
We’ll update if Google provides any guidance or if reporting changes show up in Search Console.
Featured Image: Roman Samborskyi/Shutterstock
Matt G. Southern, Senior News Writer, has been with Search Engine Journal since 2013. With a bachelor’s degree in communications, …
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“We can get away with this because we are Brand Y”. I heard this too many times in my career. The days when brands could rely on authority or legacy to secure top rankings are over. Visibility is no longer solely about who you are but about how relevant you are to a user’s intent in the moment. Algorithms, AI assistants, and shifting discovery behaviours have rewritten the rules: you don’t rank because you matter, you rank because you’re relevant… and also because you matter.
Organic search is no longer a channel, but a user behaviour we build products around. This was the key idea I wanted to share with my audience at the Digital Marketing World Forum this year, and it is the idea behind my book “SEO as a distribution game”. When we understand that search is a reflection of intent, it becomes natural that the days of optimising for just Google’s blue links are behind us. Today’s users discover content through AI assistants, TikTok feeds, voice searches, marketplace queries, and rarely with a simple typed keyword.
Moreover, the user funnel is becoming almost a perfect loop: users search on LLMs, which in turn rely on Google results, and then users often return to Google to validate or go deeper. This creates a circular dependency where both platforms feed each other, reinforcing Google’s role while shaping how LLMs surface answers.
This fragmented discovery journey, accelerated by generative AI and privacy-first policies, demands a new playbook. SEO is no longer just technical or keyword-focused; brand recognition and engagement become critical for the success of any business. Brands must be where their audiences are. Organic is now a strategic distribution engine for visibility and growth across digital surfaces. If you want to rank and be discoverable by your customers, your brand needs to matter across the web, and your services or products must be relevant.
I’ve been lucky to collaborate closely with Product teams, and when SEO aligns with Product, it stops seeking permission and starts delivering real impact. In recent years, leading SEO at Eventbrite and now Organic Marketing Growth at Busbud, I’ve witnessed the power of distribution. Eventbrite has been distributing its content to platforms where its audience is active, by working with Google, TikTok, Spotify… At Busbud, we are now attacking the Google space and the recent Google Bus space, but we know our users seek information across searchable platforms, not only on Google.
Today, users need to genuinely love you and your products or services. If the new organic search is about relevance, then the playbook to succeed must evolve as well.
Relevance today goes far beyond keywords. Stop thinking about content and blog posts. Consider your audience and brand, and how your brand, product, and content align with genuine user intent across various discovery channels. This is about your message and the format of the message.
Let me try to summarise this concept in 5 points:
Your site is not the only touchpoint that matters. If your audience is searching on TikTok, Amazon, Reddit, or AI assistants, you need to show up there with the right content – in the right format – that answers their intent. Being relevant means being present where your users are.
Stop chasing long lists of keywords and start mapping the problems your customers are trying to solve. When your content, product, or experience solves the underlying problem better than anyone else, relevance follows naturally, regardless of the channel. Keywords can be a good way to find out what problems users are trying to solve, but they shouldn’t define the copy or the message you will put out there.
Users rarely stop after the first answer. They cross-check, compare, and validate. Make sure your brand builds trust through consistent messaging, transparent proof points (reviews, case studies, testimonials), and credible partnerships. That trust is what converts validation into action.
SEO needs to be approached in terms of cost per acquisition, return on investment, and profit contribution. Just like paid media, SEO requires spend – whether on content, tech, or distribution. Track impact at the revenue level, not the ranking level or just traffic. That’s how you’ll defend your budgets in times of cuts.
Relevance is achieved by integrating SEO within different parts of the business. You know what they say: Product shapes user experience, Marketing amplifies reach, and SEO ensures visibility. The brands that succeed are those where these teams align on a shared growth model. Without that, SEO remains tactical rather than transformational.
Everyone is panicking. Some more than others, but all of us, at some point, panicked with the most recent rise of AI and LLMs. Teams are feeling the pressure to find solutions to problems that are unclear or not identified.
Leaders across industries are facing the same pressure: shrinking budgets and increasing scrutiny on every line of investment. Teams can no longer ask for resources based on activity or historical precedent. Leadership needs a clear justification of why an investment matters, what outcomes it will deliver, and how it ties directly to business revenue. For SEOs, this demands a fundamental mindset shift.
The days of reporting on rankings and traffic as proof of success are behind us. Senior leadership isn’t interested in vanity metrics! They expect – because they need it – to see profitability, efficiency, and clear return on investment. SEO must be treated with the same rigour as a paid channel: there is a cost to running it, and that cost must be justified with measurable revenue impact.
In other words, SEO teams must start speaking the language of business. By connecting organic performance directly to revenue, margin, and long-term growth, we transform SEO from a “nice to have” into a core driver of profitability that deserves its seat at the table – even in times of budget cuts.
This August, I had the privilege of joining the State of Play panel at Aviva’s headquarters in London. The big question on everyone’s mind: to panic or not to panic?
What became clear is that even among dozens of experienced professionals and leading experts, no one had a definitive answer. If that group felt uncertain about which tactics to adopt, it’s safe to say the wider industry is facing the same reality. Right now, no one has a clear roadmap for where we’ll land or how best to prepare for the future. There is consensus on two points: the pressure is real, and a shift in mindset is urgent. But when it comes to navigating this new era of LLMs, the truth is: we’re all still figuring it out.
Despite the noise, AI hasn’t killed Google – and it’s unlikely to. The real story in search isn’t LLMs stealing market share, it’s the rapid expansion and fragmentation of search surfaces. Datos’ Q2 report revealed YouTube searches have tripled year-on-year, Pinterest searches have doubled, and Reddit searches are up 30%. Meanwhile, LLM prompt growth remains modest, with early signs suggesting that the more people use LLMs, the more they still turn back to Google.
The lesson here is clear: don’t fall into AI panic. Instead, step back and think about how to build distributed influence across all these surfaces. That means SEO can’t sit in isolation.
The smarter play is to focus on adaptability: optimise owned content entities for inclusion in LLMs and new AI search features like Google’s Overviews, while applying proven SEO principles: technical foundations, schema, and information architecture. Have presence and be relevant across platforms like TikTok, YouTube, and Reddit.
This is a massive opportunity for SEO leaders: with all eyes on search, use the attention to reclaim your seat at the table, push for an integrated content strategy, and secure the investment needed to drive discoverability. By 2026, the winners will be the teams that break silos, work as one, and deliver the right information in the right places for their audiences.
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The Dominance of Organic Search in 2025
In the rapidly evolving world of digital marketing, organic search continues to reign supreme as the primary driver of web traffic and conversions, even as artificial intelligence-powered search tools gain traction. Recent data reveals that AI search referrals account for less than 1% of total traffic to websites, a stark contrast to the hype surrounding generative AI technologies like ChatGPT and Google’s AI Overviews. This insight comes from a comprehensive analysis by Search Engine Land, which examined referral patterns across major platforms through August 2025. The study underscores that while AI search queries are exploding in volume—growing by as much as 1,000% in some sectors—the actual traffic they send to external sites remains minimal.
Marketers and SEO professionals are closely monitoring these trends, as organic search not only delivers the bulk of visitors but also drives higher conversion rates. For instance, traditional search engines like Google still command the lion’s share of referrals, with AI alternatives failing to translate their query growth into meaningful site visits. This disparity highlights a critical challenge for publishers and businesses: AI tools often provide self-contained answers, reducing the need for users to click through to original sources.
AI Growth Versus Referral Realities
Despite the low referral rates, AI search is not stagnant. Platforms such as ChatGPT have seen volatile traffic patterns, with a notable dip in July 2025 followed by recoveries, according to data from Siege Media. This volatility contrasts with the steady dominance of organic search, which continues to be the bedrock for sustained engagement and sales. Industry insiders point out that while AI-driven searches may offer more engaging user experiences— with data from Search Engine Land showing ChatGPT users spending more time interacting—the sheer volume of traffic pales in comparison to traditional methods.
Projections add another layer of intrigue. Research from Semrush suggests that AI search visitors could surpass those from traditional search by 2028, potentially reshaping strategies for content creators. However, current figures paint a different picture: AI referrals convert at rates similar to organic search but represent a fraction of the total, challenging earlier claims of superior quality from AI clicks.
Implications for Publishers and SEO Strategies
The rise of ‘zero-click’ searches, where users get answers directly from AI without visiting sites, exacerbates the issue. A report from Digiday illustrates how AI is driving some traffic increases but not enough to offset losses from these contained responses. Publishers are adapting by optimizing for AI visibility, with tactics like structured data and high-quality content becoming essential to appear in AI summaries.
On social platforms like X, discussions reflect this tension. Posts from SEO experts, such as those analyzing Google’s AI Overviews, report massive drops in referral traffic for some sectors, with one noting a decline from 52% to 28% in Google-derived traffic for certain businesses. These sentiments, echoed in real-time conversations, underscore the urgency for hybrid approaches that blend AI optimization with traditional SEO.
Future Projections and Hybrid Approaches
Looking ahead, experts foresee AI search gaining ground, but organic remains critical. BrightEdge’s research, detailed in a GlobeNewswire release, confirms AI’s explosive growth yet minimal impact on traffic shares through mid-2025. Conversion data further shows LLM referrals performing on par with organic, per another Search Engine Land study, suggesting that while AI users may be more engaged, the scale tips heavily toward established search engines.
For industry insiders, the key takeaway is balance. As AI evolves, strategies must evolve too—focusing on authoritative content that AI systems cite reliably. With trends indicating a potential tipping point by 2028, businesses ignoring organic search risk obsolescence, even as they experiment with AI tools. This dual focus could define success in the coming years, blending innovation with proven reliability.
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Geeky Gadgets
The Latest Technology News
9:14 am September 12, 2025 By Julian Horsey

What if your iPhone could do more than just send texts, take photos, or browse the web? Imagine it becoming your personal assistant, capable of summarizing lengthy emails, automating repetitive tasks, or even generating creative ideas, all with the help of artificial intelligence. With AI tools becoming increasingly accessible, your iPhone is no longer just a smartphone; it’s a gateway to a more productive, streamlined life. Whether you’re a busy professional juggling deadlines or someone looking to simplify everyday chores, the potential of AI on your iPhone is both exciting and fantastic. The question is, are you using it to its fullest potential?
In this practical deep dive, Jeff Su explains five actionable ways to integrate AI into your iPhone workflow, helping you save time, reduce effort, and boost efficiency. From using the drag-and-drop feature for seamless content sharing to setting up custom shortcuts that anticipate your needs, these tips are designed to make AI work for you. Curious about how voice commands or smart context-based automation can transform your multitasking? Or how a few tweaks to your sharing options can unlock new possibilities? By the end of this guide, you’ll discover how to turn your iPhone into a powerhouse of productivity that adapts to your unique needs. After all, why settle for ordinary when extraordinary is just a few taps away?
TL;DR Key Takeaways :
The drag-and-drop feature on your iPhone is a versatile tool that simplifies the integration of AI into your workflow. It allows you to move content effortlessly between apps, allowing faster and more efficient task completion. This feature is particularly useful when working with AI tools for analysis, transcription, or content generation.
While most native iPhone apps support drag-and-drop, some third-party apps may not. In such cases, you can use alternative methods like copying and pasting the content into the AI app. This approach ensures that you can still use AI capabilities even when app compatibility is limited.
Optimizing your iPhone’s sharing options can make accessing AI tools quicker and more convenient. By prioritizing AI apps in your share sheet, you can streamline the process of sending files, emails, or web content for processing. This customization ensures that your most-used AI tools are always within reach.
For apps that lack direct integration with AI tools, such as LinkedIn or certain messaging platforms, you can use workarounds. For example, take a screenshot of the content and share it with an AI app for further processing. This flexibility ensures that you can incorporate AI into your workflow regardless of app limitations.

Here are more guides from our previous articles and guides related to iPhone tips that you may find helpful.
Text replacement shortcuts are a simple yet powerful way to save time when interacting with AI apps. By creating frequently used prompts, you can ensure consistency and efficiency in your queries, making your interactions with AI tools more streamlined and productive.
These shortcuts can sync across all your Apple devices, including your iPhone, iPad, and Mac. This synchronization ensures a seamless workflow, allowing you to maintain productivity regardless of which device you are using.
Voice commands provide a hands-free way to interact with AI tools, making them ideal for multitasking or use while on the go. By configuring your iPhone’s action button or backtap settings, you can launch AI apps and dictate tasks or queries directly.
For added convenience, consider pairing voice commands with other shortcuts, such as allowing Do Not Disturb mode while using AI tools. This setup minimizes distractions and allows you to focus entirely on the task at hand.
Context-based automation takes AI integration to a higher level by tailoring actions to specific scenarios. By creating custom shortcuts, you can automate repetitive tasks and ensure that your AI tools adapt to your unique needs.
These personalized shortcuts make your AI tools more intuitive and effective, allowing you to focus on higher-priority tasks while the AI handles routine processes. This level of automation ensures that your workflow remains efficient and adaptable to changing demands.
By applying these five tips, you can unlock the full potential of AI tools on your iPhone to enhance productivity and simplify your daily tasks. From using drag-and-drop functionality to customizing sharing options, setting up prompt shortcuts, allowing voice commands, and automating tasks with context-based commands, these strategies make AI integration seamless and effective. Whether you’re managing work projects, organizing personal tasks, or exploring creative ideas, these practical techniques will help you harness the power of AI to streamline your workflow and achieve greater efficiency.
Media Credit: Jeff Su

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